November 30th marks the 4th anniversary of ChatGPT’s 2022 introduction. The world has changed significantly since then, and recent developments in consumer-facing and enterprise AI tools have dramatically shifted how people find information, manage everyday tasks, and get work done.
But AI was part of MSR’s story long before ChatGPT, through our work with disruptive tech and conversational AI businesses, giving us a unique perspective on its evolution.
Back in 2022, when OpenAI launched ChatGPT, our client Conversica was there from the beginning of this evolutionary technology. Conversica pioneered conversational AI; the company provided over two billion customer conversation records to train frontier models on human-like interactions long before most people had ever heard of GenAI or AEO.
Since then, media conversations about AI have moved from explaining ChatGPT’s capabilities to explaining why one language model outperforms another for specific functions, and what it truly costs to run frontier models across the enterprise.
MSR capitalized on each development in an increasingly crowded media landscape, positioning our client at the forefront of AI ascendancy. This included amplifying Conversica-commissioned research around the “chatbot is dead” narrative and data, pointing to generative AI’s growth potential with more human-like conversations while the tools were still new. By combining these timely insights with Conversica’s distinct capabilities and its CEO’s expertise, we strengthened the company’s public profile and authority in AI.
The AI label may have secured stories, but only in the very beginning.
Four years ago, when people were still figuring out how ChatGPT would be used by businesses and the potential implications, only a few companies discussed the ecosystem needed for AI to deliver impactful business outcomes. MSR had the data to prove AI’s measurable impact on Conversica’s customers across a variety of vertical industries, from major league sports teams to automotive manufacturers and electoral candidates. This data enabled us to pitch and earn global media coverage.
This experience has enabled MSR to establish a strong track record of helping AI companies build invaluable visibility and lead with authority.
How to Promote AI Companies: Key Insights
- AI is a very crowded space, especially as it continues to evolve faster than most other technologies in recent decades. To stand out, brands need a distinct, relevant story backed by data and a clear reason journalists and their readers should care.
- Customer data connected to relevant use cases gives AI stories the credibility they need to help earn media coverage that demonstrates customer challenges and vendor solutions.
- Effective AI PR means joining conversations where a brand and its executives’ expertise adds value and establishes its voice as a trusted authority.
- Sharing every executive opinion does not make your spokesperson a thought leader. Specific industry knowledge, interesting anecdotes, and a relevant point of view can build authentic authority over time through consistent, valuable contributions.
- MSR draws on experience with AI clients plus our branded AI visibility audit, the MSR Strategic Narrative, and Market Intelligence Report to uncover distinctive stories and market opportunities to position executives as thought leaders.
AI PR requires knowing when to join the conversation
Journalists covering AI often focus on broader trends and questions around adoption, trust, and regulation. MSR tracks these conversations to identify where a client’s expertise can add meaningful insight, advising them on which trending conversations align with their expertise and where to focus for optimal results.
MSR’s proprietary AI visibility audit, called the MSR Strategic Narrative and Market Intelligence Report, maps market conversations, competitive positioning, and media coverage to identify where a client’s distinct advantages can stand out. This intelligence helps us recommend which conversations to pursue and how to connect a client’s expertise, data, or announcements to the topics journalists are exploring.
Our recent work with Larridin Inc. illustrates that approach in action. By connecting the company’s AI measurement data to the broader conversation about workplace AI adoption, MSR secured a mention in Fortune highlighting its finding that only 13% of Microsoft Office users use Copilot weekly. The statistic gave the journalist a concrete way to examine the gap between AI availability and actual use of Microsoft’s AI products, positioning Larridin as a source of insight into enterprise AI adoption.
Four years after ChatGPT’s introduction, the AI landscape continues to evolve at an insanely fast pace. The brands that build lasting authority are consistently contributing useful insights and demonstrating how the use of this technology translates into real business results. At MSR, we help AI companies turn their data and expertise into timely stories that earn coverage and establish their executives as trusted voices.